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Welcome to the mesmerizing marketing podcast, where we take a deep dive

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into the latest marketing trends, tools, and tips, and provide you with

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the top resources you need to thrive and make your marketing mesmerized.

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And now here's your host dimple.

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Dang.

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Hello, everyone.

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Welcome back to the mesmerizing marketing podcast today.

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I'm super excited to be here with Kelsey Johnson, who is the product

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marketing manager at a Weber.

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Welcome Kelsey.

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Thanks so much for having me dimple.

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I'm really excited to be here.

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I am super excited that you're here as well.

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And today we're going to be talking about how to use email

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marketing to grow your business.

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And we're going to dive into a lot of interesting concepts when it comes to

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email marketing, in terms of how do you take your social media followers

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and turn them into subscribers.

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And how do you build a community with email marketing?

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Because building a community is so important, but before we dive

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into all that, Kelsey, I'd love to have you introduce yourself.

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Give us a little bit background about, where you were before this,

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how long you've been at a Weber and just like a little bit of your.

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Yeah, absolutely.

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I I'm actually a marketer.

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My entire professional career is in marketing.

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I started at a company offering marketing.

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Services and software to the legal industry.

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And I was doing local SEO at the time.

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So I really got my foot in the door with the sort of technical side of marketing.

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And I just thought it was so fun.

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And I worked my way up in that small company to the director of marketing

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for the marketing company and was doing everything from a technical

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SEO to email, to copywriting, to blogging and all of that stuff.

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So I learned a little bit about everything.

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And then I moved to a company called Smith AI, which is a

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virtual receptionist service.

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And I got to work even closer with a lot of these technical sides of marketing

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and really get out there in the world.

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And that's when I started as a product marketing manager, which basically

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means, you know, everything about.

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The way that the software works well enough so that you can

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explain it to people who don't know how any software works.

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And that's my favorite thing is taking these things that seem like kind of

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complex systems and making them accessible to everyone because they're for everyone.

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Right?

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I started at a Weber this year in early 2021.

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And I'm so excited.

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As I was telling you, because I feel like this is the year of email resurgence.

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So a Webber is an email marketing tool for businesses.

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And we really pride ourselves on being one of the easiest to use despite the

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powerful features that are available.

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And I just am so happy to be here.

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And I'm so excited to talk to you today about.

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Everything email what a Weber can do and how people can really use it in an

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effective way to grow their revenue, to turn those social subscribers

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into followers and to create this sort of buzz word, but something

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that's really important, which is a community around your business.

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Yeah, absolutely.

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And, you know, Kelsey has said that.

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It's easy to use and I think that's one component that's really important because

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when it comes to email marketing, we want to make sure that it is easy for

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the audience to utilize and to implement.

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Right.

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So, you know, that is definitely an important.

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You said that you've seen like an increase in, and people using

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more email marketing, would love to hear your thoughts on those.

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Do you think it has something to do with the fact that we've been in a

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pandemic for over a year and a half?

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Like, has that had an impact on people spending more time at home, working

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from home, trying their best to do networking now, virtually, whereas in

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the past they were networking in real life and going to a lot of events and

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Changed over the past year or so.

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Yeah, I think there are a lot of things going on with emails,

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resurgence in popularity.

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So we've got the pandemic, right?

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And everyone's not only, everyone's comfortable with email.

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Email has been around for decades now, and people know how to use it.

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Your grandparents know how to use it.

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You know, kids know how to use it.

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It's a fairly simple system of communication, but because of the pandemic

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being, such a huge influence on the way that we're running our businesses,

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running our lives, people are at home, more people are on their phones.

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More people are engaging with brands more from their phones rather than in person.

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And it has made creating a community via email, something

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that's so much more important.

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And everyone is.

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There everyone's in the room with email.

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Now everyone's already on their email.

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They're shopping on their email.

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They're emailing their family and friends.

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They're setting up zoom calls on their email.

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You know, it's somewhere where everybody's already in the room.

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And that's, I think the first main reason that it's having this resurgence,

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but there's another really important reason that email is coming back and

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being so valuable to especially business owners, small business owners, and, you

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know, marketers, people trying to build this community is people are getting

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a little bit tired of social media.

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There is so much social media and it's very exhausting to use.

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And because people are at home all the time now and on their phones,

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all of the time, they're noticing, Hey, when I'm on social media

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all the time for my community, it can be a little bit tough on.

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And so people enjoy interacting with their community more on email.

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And then the other thing is there are tons of social media platforms.

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So if you're trying to communicate with your audience, with your

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customers, with your fans, with, with the people that you want to

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talk to, if they're not on Instagram, you know, Instagram is a great tool.

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Social media is a great tool for communicating with people

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and discovering people.

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But if you want to talk to every person, you can't do it on Instagram because

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not every person is on Instagram.

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You can't do it on Tik TOK.

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You can't do it on Facebook.

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People have chosen the platform that they like the most, an email is this

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great, great way to bring them all together into the same place and

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talk to them all, not to mention you're not subject to any algorithms.

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So everybody sent an email to gets every single email, every single.

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Yeah, I think, you have a point because not everyone is on Instagram, even though

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we would love to think, oh, everyone's on Instagram, and everyone's on Tik TOK.

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Everyone's on LinkedIn.

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The truth is they aren't.

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And there are people that are still very old school.

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Are there people that they're too busy to go on social media, however, they

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are consistently on their email and they're seeing emails come through.

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And if you catch them at the right time, when they happen to be on their email,

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there's a chance that they're going to open up that email and they're gonna,

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see your message and they're going to, opt in or whatever it is you want them

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to do or sign up for free masterclass.

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When it comes to email marketing, I think one of the most difficult things for

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people is that when they sit down to write that email, they don't know what to write.

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They get lost in their head.

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What are some, very impactful messages or even taglines or any

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tips that you have for our audience?

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Like if they're just getting started with email marketing, what can

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they do that would be impacted.

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Yeah, absolutely.

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And you're so right.

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It's so hard.

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It's hard to sit down and write an email.

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You're not talking to somebody, you, you know, it feels more

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permanent because you write it.

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And then you're like, oh, I got to edit it.

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And then I send it into the ether and I can't delete it from somebody's inbox.

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I can't take it back.

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So whatever I say is really important.

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Um, And I've got a couple of tips for you.

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The first, especially if you're just getting started on this sort of

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newsletter journey starting to send out emails to your customers, trying

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to build this audience, whatever it is that works for your business and is

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going to help you ask, find the people who already really like you and who are

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already fans of your business, or who have been really successful customers

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or clients in the past and ask them, what kind of emails do you like from.

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The other businesses that you're getting, do you want to hear about my backstory?

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Do you want me to send you news and articles?

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Do you want to just have a fun anecdote?

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You know, if you're like an author or, a podcast or something like that, do you

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just want to hear what's my favorite podcast this week and you'll start to

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find out you know, some of the things that you can send out in these emails that

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are, and of course I'm talking about non sales emails, which is fairly important

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to send a decent amount of those.

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Cause that's how you build that trust.

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That's how you build the community.

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You're you're offering out these things.

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yeah.

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The second thing I would say is don't be too stressed about it.

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Everyone is on their email all of the time and you can't bring it back.

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Because it's having such a resurgence, your email's not going to be in

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somebody's face every single moment.

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So if you send out one, that's not too popular, try something else

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and, you know, write something, come up with an idea, send it out,

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ask in the email for feedback.

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Hey, did you like this?

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Do you want to hear more about this?

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with a platform that you send it out on, like a Weber, the platform will

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tell you whether that email was popular.

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You know, if nobody opened it, a Weber is going to say, listen, you

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only got a 5% open rate on this.

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You should try something else.

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Or if everybody opened it, but nobody clicked on what

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you wanted to inside of there.

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You can see that metric as well.

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So you can try a bunch of stuff at the beginning and see what's working best and

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not stress too much about making sure that very first newsletter you send out that

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very first email you send out is perfect.

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Yeah, Kelsey, I love what you shared because I think that whole

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testing thing is really essential.

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It's simple, right.

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But people forget to think about it that way.

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And it's literally just gauge your audience, ask them what they want

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and give it to them, you know?

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And then you're really going to be , grading an experience for

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them where they're going to be looking forward to your email

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and they're going to open it up.

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And it just doing that upfront homework to determine, Hey,

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who is your target audience?

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I think a lot of business owners, they don't even know who their

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target audience is because I'll have clubhouse rooms and I'll ask

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them and they're like, well, I don't know, or they have to think about it.

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You know, they need to have a clear understanding of who their target

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audience is and who's their client avatar.

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And then they need to know what really matters to them.

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And they need to be able to speak their language in a way that's

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going to resonate with them.

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Right.

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And I think that's the game changer.

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Absolutely.

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And whether it's on email or social platform, you can ask, right.

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You can tweet out a poll.

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What, what are you into?

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Who are you?

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That's in my audience.

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If you're seeing this, who are you, or if you already have this list compiled,

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you can put together a quick form on like a jot form or something like that.

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And send it out in the email, say, Hey, this is going to take you three

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minutes, but I'd really like to know who you are so that I can send

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you better emails, better content.

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I love that.

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Everyone write that down.

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If you're listening to this episode, because that's something

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you have to implement immediately.

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And now, you know, I'm looking at your shirt and I see this little

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guy with his hand, who is that?

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This is AAJ and it's the, a Weber mascot.

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A Weber is actually 23 years old this year.

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It's a very, very long existing company.

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And we've done a lot of cool stuff this specific year.

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But AIG has been around with us for the whole time.

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He is a robot astronauts and he's our fun little mascot.

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We don't talk about him a lot externally.

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But if you ever see us at a conference, we are giving away these shirts.

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They're very popular and soft.

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And obviously internally, we just love.

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Oh, I know he's adorable.

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And you know, what's cool is like you said, 23 years, and what's interesting

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is, you think of back then, you know, the astronauts and all of that, but now

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we think of robots and he's like a blend.

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He's like a, you know, a hybrid of both.

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And I love that because now everything is going towards like artificial intelligence

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and tech and all those things.

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So which, which is going to lead me to my next question, ? So

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whoever's been around for 23 years.

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They are an OJI when it comes to email marketing,

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you know, how are you guys staying modern and fresh?

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Like what are you doing to be innovative?

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Yeah, that, that's a great question.

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And I'm so excited that you asked it right now because in the past year and a

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half, A Weber has been releasing so many new things that are very, very useful.

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And I will say we pride ourselves on being a simple solution.

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And I actually personally really truly believe in simple

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solutions for small businesses.

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I think that sometimes when we talk about tracking, we talk about automation.

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We talk about technology that can sound intimidating, and this is a platform that

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is built so that you're not intimidated.

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And if you are a little bit, we also pride ourselves on having the best support.

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I mean, our support team is in-house, they're highly trained.

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They know more than I do.

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I love bragging about them and they really offer live useful answers.

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24 7.

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to go into a little bit about what we've been launching in the last year.

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So about a year ago, we launched a landing page feature.

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So instead of having to have a second.

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Technology for landing pages, you can build it all within a Weber.

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And what a landing page can do is like you were saying dimple, how you want

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to know who your audiences, what if you have three different audiences?

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You know what, if you have students who use your services or products and you

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have professors and you have, you know, moms, I don't know what the service is,

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I'm coming up with it, but you have these three different buckets of people and

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you want to talk to them specifically, a landing page is a really simple way

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to set up a page that speaks directly to students and gives them one thing to do.

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Oftentimes when people come to your website, they'll see

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so many different options and they can get a little bit lost.

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But if you do something like, you know, an ad campaign or a lead magnet or

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anything like that, you can direct them specifically to this landing page, right?

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Flows with the story.

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They don't get lost on your website.

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And then what we added this year, which is really, really

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awesome is an e-commerce feature.

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So on one of these pages, you can actually sell a product.

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It integrates with Stripe.

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So you set up a Stripe account really quickly, and then

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you can upload a picture.

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A lot of people are using this on our platform for courses.

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So if you're a coach or a consultant, or you're just an expert, you know,

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if you're like a marketing expert, but you want to have a little bit of

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a side income and you put together a course, you can set that up.

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And actually charged for it on your, a Weber landing page

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with the Stripe integration.

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And it's one of the lowest fees that you'll pay for any e-commerce platform.

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It really is.

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We created this to help out our customers, not to, you know, take

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a bunch of the money off the top.

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So it's, it's such a cool feature that we launched this year.

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Tons of people have been taking advantage of it because it's so easy to use.

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It's kinda nice.

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It's nice to make that little bit of extra money on the side

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from something like a course.

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Oh my God.

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I love that because you know, courses um, a lot of people are learning

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that they are not just going to keep their knowledge bottled up anymore.

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They want to share their knowledge and their wisdom with the world

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and they want to monetize that.

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And I think there's no time better than now to share your knowledge.

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I mean, we're still in like a weird phase, in the world where like we're

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kind of half like out in the open half on locked down and then the future is

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unpredictable with all the variants.

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I think it's a perfect time to really focus in on your business.

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And also with 2022.

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Around the corner, you know, less than like a month away.

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I think it's really important to start thinking about, your

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marketing strategy as a whole.

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So the audience needs to determine like, how am I going

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to reach my target audience?

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And I think email marketing is, one that if you haven't done it before,

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it's easy to forget about Kelsey.

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But I think it's the one that is really very important because when

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you think about it, your email list is the only thing that you really own.

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And we all know this for a fact, because Instagram was down this year,

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Facebook was down and, and you can't put all your eggs in one basket.

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And when Instagram was down and Facebook was down, the people who had an email

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list were emailing, their clients are emailing their announcements

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because they weren't able to go live.

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Stream or, you know, any, any of those things.

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And I think that that's the power of email marketing is that it's there,

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you have access to it 24 hours a day.

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You can send a message out or an announcement any time that you want.

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And I think that's very powerful.

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Yeah.

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Owning your audience is something that's so, so important.

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And it kind of brings us into this next facet of email, which was

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actually the first facet of email, which is collecting those subscribers.

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Right.

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You can't, you can't send an email to anyone if you, if you

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haven't collected your audience.

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And this is something that a lot of people struggle with, especially when

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they're first getting started is.

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How do I capture my audience?

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How do I ask for people's emails?

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It seems a little bit awkward.

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Tons of people are constantly asking for emails all of the time

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and turning those social followers.

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While Instagram is up into email.

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Subscribers is one of the best ways to do that.

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And if you think about it, like I said, Instagram, Tech-Talk these,

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these other Facebook groups, especially to these platforms are great for

Speaker: 00:18:57

communicating with people most of the time, or in, in their own way.

Speaker: 00:19:02

And so you have built this audience of people who likes you, who has seen your

Speaker: 00:19:07

face, who knows what your dog looks like.

Speaker: 00:19:10

They are not going to be upset if you say, Hey, listen, just in

Speaker: 00:19:16

case something else goes down.

Speaker: 00:19:18

Get your email address and sign you up for my newsletter.

Speaker: 00:19:21

Here's what I send out in my newsletter.

Speaker: 00:19:23

I will send you out resources.

Speaker: 00:19:25

I will email you once a week.

Speaker: 00:19:27

I'm not going to spam you with a bunch of this or that people will sign up for your.

Speaker: 00:19:34

Email list and you can communicate with them that way.

Speaker: 00:19:37

And then it's just sort of like an insurance plan, right?

Speaker: 00:19:41

Even on these platforms can also take you off of them or they can,

Speaker: 00:19:47

decide to change the algorithms.

Speaker: 00:19:48

So you're not able to reach as many people.

Speaker: 00:19:50

This happened a few years back, but on Facebook where all of a sudden these

Speaker: 00:19:54

brands are like, I have to pay to talk to the people who already like me.

Speaker: 00:19:58

And so email is a really, really great backup plan for you to be

Speaker: 00:20:03

able to still reach your audience for you, to communicate with them.

Speaker: 00:20:07

And for you to, like you said, we call it owning your audience,

Speaker: 00:20:11

but that's what it really means.

Speaker: 00:20:12

It means you get to decide when you talk to them.

Speaker: 00:20:15

And when you set up an email list in a platform like a Weber or any of the

Speaker: 00:20:20

other ones, we don't own that list.

Speaker: 00:20:23

If you want to take it and download it and bring it somewhere

Speaker: 00:20:26

else, you are absolutely.

Speaker: 00:20:28

Entitled to do that.

Speaker: 00:20:29

This is not something that is within, we are just a tool for you to use

Speaker: 00:20:33

it, to communicate with people.

Speaker: 00:20:35

And so it's, if you're not already doing that, or if you're not

Speaker: 00:20:39

doing it enough, I highly highly recommend that you prioritize that.

Speaker: 00:20:44

Another thing that I always like to talk about when I talk about email is,

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so when you talk about a lot of these other forms of marketing, whether it's

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advertising or you know, social media marketing, or, any of these other

Speaker: 00:20:57

platforms you're driving awareness.

Speaker: 00:21:00

You're bringing people's awareness to your business.

Speaker: 00:21:03

Email is not really a big awareness tool, right?

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You have to have somebody's email address already.

Speaker: 00:21:09

They already know who you are and they've opted into this list, but.

Speaker: 00:21:13

There's this wonderful statistic that I love, which is 80% of your revenue

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comes from 20% of your customers.

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That top 20% of your customers.

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And this is on average.

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It depends on the business, obviously, but that top 20% of your customers,

Speaker: 00:21:27

the people who continue to come back and buy from you, these are also

Speaker: 00:21:31

the people who are referring you.

Speaker: 00:21:32

They are the ones who are going to want to hear from you on a regular basis.

Speaker: 00:21:37

And if you are sending out these emails, you can communicate with them.

Speaker: 00:21:42

What's new in my business that you might want to buy.

Speaker: 00:21:45

What are the discounts that we have going on?

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Or, Hey, I'm still here.

Speaker: 00:21:50

Like, do you have any questions for me?

Speaker: 00:21:52

Do you want us to do something new?

Speaker: 00:21:54

We like you, you know, happy Thanksgiving, keeping that sort

Speaker: 00:21:58

of top of mind, we call it.

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I think it's still called top of mind marketing, but

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basically having the person.

Speaker: 00:22:05

No, that you are still exists.

Speaker: 00:22:08

They remember you because you sent them an email last week and they

Speaker: 00:22:11

thought it was really sweet and you gave them some great resources.

Speaker: 00:22:13

Then the next time they need your services or they're thinking about your products

Speaker: 00:22:17

or they're buying something for Christmas.

Speaker: 00:22:19

They're like, oh yeah, that company.

Speaker: 00:22:22

I remember them.

Speaker: 00:22:23

I like this company it's owned by Kelsey.

Speaker: 00:22:26

She has a dog that I've seen on Instagram and she just shot an email

Speaker: 00:22:30

into my inbox and I want to purchase from her instead of the big box store.

Speaker: 00:22:35

Yeah.

Speaker: 00:22:35

Yeah.

Speaker: 00:22:36

I love that.

Speaker: 00:22:36

And speaking of that, I think for a long time, a lot of people have always,

Speaker: 00:22:41

you know, thought like, oh, everything needs to be all about business.

Speaker: 00:22:44

And I think that times have changed.

Speaker: 00:22:46

And the times of being all business are gone.

Speaker: 00:22:49

I think people are going to resignate with other people because

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they have something in common.

Speaker: 00:22:55

Are they see you as a human being and not just as a company, a small business and

Speaker: 00:23:01

entrepreneur, an organization, a business coach, a lawyer, a doctor, whatever.

Speaker: 00:23:05

Right?

Speaker: 00:23:06

So I think people need to be a little bit bold and brave to show a little bit

Speaker: 00:23:12

of their personality in their emails, a little bit of their personal life,

Speaker: 00:23:16

because I think that is what is truly going to have someone who's opening

Speaker: 00:23:22

up that email, be able to see them as more than just another email, but

Speaker: 00:23:27

more so as a human being, a person that they can create a bond with.

Speaker: 00:23:32

What are your thoughts on.

Speaker: 00:23:34

Yeah, there's building a community is truly in my belief, the way to scale

Speaker: 00:23:40

your business, you can sell one-to-one.

Speaker: 00:23:43

But as soon as you get the people who all have the thing in common, which is that

Speaker: 00:23:47

they needed what you offer together, and you start to sort of grow that community,

Speaker: 00:23:53

they can engage with each other.

Speaker: 00:23:55

And then they're, you know, they're touching base with each other.

Speaker: 00:23:58

That top of mind marketing is happening without you even having to do it.

Speaker: 00:24:01

And it's great for getting feedback.

Speaker: 00:24:05

It's great for Goodwill.

Speaker: 00:24:06

So if you think about doing this, you know, building out this community,

Speaker: 00:24:10

what you really need to start thinking about is yourself as the leader and.

Speaker: 00:24:15

Just because you're good at something, just because you started a business

Speaker: 00:24:17

doesn't necessarily mean that you are to have a leader mentality, but if

Speaker: 00:24:22

you're going to build this community, you are the boss of this community.

Speaker: 00:24:25

You are the one that is setting the tone.

Speaker: 00:24:27

You're the one that is engaging with people and having them meet each other.

Speaker: 00:24:34

And this is something that, you know, email's a really

Speaker: 00:24:36

great way to get this started.

Speaker: 00:24:38

We actually have a Weber.

Speaker: 00:24:39

We have another feature that we have been building and we're going

Speaker: 00:24:42

to continue to build upon, and it's called the newsletter hub.

Speaker: 00:24:46

And this is a place where all of your emails.

Speaker: 00:24:49

That you've sent in the past that you want to show can show

Speaker: 00:24:52

up almost like it's a blog list.

Speaker: 00:24:54

But as we build it out a little bit more, it's going to be able to have the capacity

Speaker: 00:24:58

for people to comment and people to engage with each other on this platform.

Speaker: 00:25:04

And so what you're gonna be able to do is build out your own community on

Speaker: 00:25:09

your own platform that isn't subject to some of these other, platforms,

Speaker: 00:25:14

algorithms, or anything like that.

Speaker: 00:25:17

And if you start to think about that in the future, you start

Speaker: 00:25:20

to think about where am I going to build out this community?

Speaker: 00:25:23

What you have to do first is take a step back and look at yourself

Speaker: 00:25:25

and say, I'm I am the leader here.

Speaker: 00:25:28

I am the most knowledgeable, I don't know everything about everything, but

Speaker: 00:25:31

I do know the most about my thing.

Speaker: 00:25:33

And other people want to know about it.

Speaker: 00:25:36

Other people want to talk about it.

Speaker: 00:25:37

They want to talk about their difficulties.

Speaker: 00:25:39

They want to talk about their successes.

Speaker: 00:25:41

And so.

Speaker: 00:25:43

It's really an order to have like a scaled business that's really

Speaker: 00:25:48

successful and really well marketed.

Speaker: 00:25:51

You have to start thinking about this community, feel how you're

Speaker: 00:25:54

going to build out your people, your tribe as they call it.

Speaker: 00:25:59

Yeah.

Speaker: 00:25:59

And, and building out that tribe.

Speaker: 00:26:01

How often do you think that, people should be reaching out to their list?

Speaker: 00:26:06

I mean, do you, what's a good number that you guys have found it very

Speaker: 00:26:10

much depends on what you have, what type of business you are.

Speaker: 00:26:15

I always say that the quality of the content is more

Speaker: 00:26:19

important than the cadence.

Speaker: 00:26:21

I think that , even if you're a really small business, you definitely

Speaker: 00:26:24

shouldn't be sending out emails any less than once or twice a month.

Speaker: 00:26:28

So make sure, you know, you start to come up with some ideas on

Speaker: 00:26:32

what to send, but you can read.

Speaker: 00:26:35

Content from your social media platforms too.

Speaker: 00:26:37

We didn't talk about that at the top, but you can at the very beginning,

Speaker: 00:26:40

just take what people have already seen and send it in, in some emails.

Speaker: 00:26:44

But to me, I always say, don't just send an email to send an email, make sure that

Speaker: 00:26:48

you have something to say, and if you don't put together something to say, like

Speaker: 00:26:52

I said, at the top as well, a list of resources if I was going to send out a

Speaker: 00:26:56

product marketing manager blog, or like a copywriting blog, I would maybe have

Speaker: 00:27:01

my first couple of emails be like, here are all of the blogs that I subscribe to.

Speaker: 00:27:07

Here are the emails, other email lists that I like, or this is my favorite

Speaker: 00:27:12

free software that I like to use.

Speaker: 00:27:14

That's really useful for me, things that I really find beneficial, send

Speaker: 00:27:18

out that kind of useful content.

Speaker: 00:27:20

Like you said, you don't have to be selling all the time and really track.

Speaker: 00:27:24

Commit your personal personality in the email, but don't just send it to send it.

Speaker: 00:27:31

If you see, if you can get it up to maybe like twice a week, then that can

Speaker: 00:27:36

be really, really productive if you have, you know, especially if you're

Speaker: 00:27:40

selling products and you have a lot of products to sell and you have a lot of new

Speaker: 00:27:43

inventory and being able to send out those twice a week, emails is really great.

Speaker: 00:27:47

I'm on some email lists where I think they send it too often.

Speaker: 00:27:50

I'm going to just say it.

Speaker: 00:27:51

I'm the email marketing product marketing manager.

Speaker: 00:27:55

And I think that sometimes every day is too much for me, but that might

Speaker: 00:27:58

not be too much for your audience.

Speaker: 00:28:00

So, so test it out to see what people are like.

Speaker: 00:28:04

If you're sending it every day and a bunch of people are unsubscribing for your

Speaker: 00:28:07

list, maybe, you know that that's yeah.

Speaker: 00:28:10

I think every day's a little bit overkill.

Speaker: 00:28:13

Well, everyday maybe it's okay.

Speaker: 00:28:15

But if you're sending an email like two or three times a day, it's a little

Speaker: 00:28:18

annoying because I haven't even read the first one and then the next one arise and

Speaker: 00:28:22

the next one around, and it almost seems like you're being too pushy to just be

Speaker: 00:28:27

salesy instead of more like what you said, sharing information, because here's the

Speaker: 00:28:32

thing you can't just send out an email and expect to like sell to your audience.

Speaker: 00:28:37

You have to warm them up.

Speaker: 00:28:38

You have to really build that relationship with them online

Speaker: 00:28:43

and you have to provide value.

Speaker: 00:28:45

And if you can provide value for like three or four emails and then you make

Speaker: 00:28:49

an offer, I think that's a good rule of thumb, but don't just expect to

Speaker: 00:28:53

like sell without providing value.

Speaker: 00:28:55

The other question I get sometimes.

Speaker: 00:28:57

people used to do email marketing and then they just kind of fell off the

Speaker: 00:29:01

bandwagon and they stopped doing it and they want to start doing it again.

Speaker: 00:29:06

But they're like, well, I don't know what to say now, or how do

Speaker: 00:29:09

I title the title of that email?

Speaker: 00:29:12

, so what are some tips on, if you

Speaker: 00:29:16

you're back, like, where are you going to say in the email title?

Speaker: 00:29:18

Hi, I'm back.

Speaker: 00:29:19

Uh, Yeah, you could.

Speaker: 00:29:21

I, I definitely want to impress upon people, something that we always talk

Speaker: 00:29:25

about at a Webber, which is if you have what we consider an old list, a list

Speaker: 00:29:31

that you haven't contacted for over a year, you do not want to hit the ground

Speaker: 00:29:35

running, emailing them again, because there's a certain element of legitimacy.

Speaker: 00:29:40

That's tied to your email address and you're sending out from your email

Speaker: 00:29:44

address, and this is a concept that we call deliverability, but it's basically

Speaker: 00:29:48

like if your domain name has a higher ranking and it can rank better in

Speaker: 00:29:52

Google, your email address has that sort of legitimacy and you'll lose it.

Speaker: 00:29:57

If a bunch of people are like spam, spam, spam, or unsubscribe

Speaker: 00:30:01

unsubscribe, you know?

Speaker: 00:30:02

So I would say, send out that first email back, be really, really

Speaker: 00:30:07

blatant and really, really short with it, but just say, Hey, I'm back.

Speaker: 00:30:11

This is me again, if you've forgotten, this is who it is, you know, I'm

Speaker: 00:30:15

your chiropractor or I recognize that I haven't talked to you in a

Speaker: 00:30:19

while, and this is exactly who I am.

Speaker: 00:30:21

And then in the email say, this is what I'm going to be sending.

Speaker: 00:30:24

I want to get this going again.

Speaker: 00:30:26

This is the content that you should expect to receive you know, here and maybe

Speaker: 00:30:30

even have like an additional, opt-in say like, please let me know if you want to

Speaker: 00:30:34

continue to receive these because when it comes down to it, I mean, we talk a

Speaker: 00:30:38

lot about building a community and we talk a lot about, you know, getting good,

Speaker: 00:30:42

open rates and sending out emails and growing your list, but let's face it at

Speaker: 00:30:46

the end of the day, we're trying to sell.

Speaker: 00:30:48

That's how our business runs and runs forward.

Speaker: 00:30:51

And if there's somebody that doesn't want to hear from you at all, there's

Speaker: 00:30:54

no point in having them on your list.

Speaker: 00:30:56

Anyway, you don't want to be saying.

Speaker: 00:30:58

But it's like a vanity metric, you know, you don't want to be sending to a bunch

Speaker: 00:31:01

of people who are literally never going to read your emails, open them, buy from

Speaker: 00:31:05

you, tell anybody else about your services

Speaker: 00:31:07

so you want to make sure when you're re-engaging with that old

Speaker: 00:31:10

audience, that you're only getting from that audience, the people

Speaker: 00:31:14

who really want to hear from you.

Speaker: 00:31:16

I also think that in that first email, obviously in addition to

Speaker: 00:31:19

being honest and talking about the elephant in the room, Hey, I haven't

Speaker: 00:31:22

emailed you in two years, but here I am.

Speaker: 00:31:24

I'm trying to be a little funny, you know, maybe depending on what

Speaker: 00:31:27

you do and what, how serious your businesses, but maybe add a fun little

Speaker: 00:31:31

GIF, people respond so well to humor.

Speaker: 00:31:34

And if something makes them laugh a little bit, they're probably going to be

Speaker: 00:31:36

like, oh, this is the kind of personality I'm going to be seeing in these emails.

Speaker: 00:31:40

All right.

Speaker: 00:31:41

I'm in, I want to say, I want to see a couple more of these.

Speaker: 00:31:44

So, if you have something that you.

Speaker: 00:31:46

I think it's very generically and very, not at anyone's expense,

Speaker: 00:31:50

but very funny, you know, add it in and make somebody laugh a little

Speaker: 00:31:54

bit and then that'll get them.

Speaker: 00:31:55

I'll get them going.

Speaker: 00:31:57

And I always like to say this too.

Speaker: 00:31:59

Don't forget.

Speaker: 00:31:59

You get emails too.

Speaker: 00:32:01

Right.

Speaker: 00:32:01

What emails do you like?

Speaker: 00:32:03

What emails do you open?

Speaker: 00:32:04

Which emails are you unsubscribing from?

Speaker: 00:32:06

Take a look at that and really think about it.

Speaker: 00:32:09

And it will give you at least your first step of insight into what you

Speaker: 00:32:14

should be sending to other people.

Speaker: 00:32:16

Yeah, I love that.

Speaker: 00:32:17

You're saying add a bit of humor into it because somebody could be having

Speaker: 00:32:21

a bad day and they open up your email and maybe it helps them smile or laugh.

Speaker: 00:32:26

And that's going to change the entire day that they're going to have, thanks

Speaker: 00:32:31

to one little email that you sent, but you put a little bit of humor into it,

Speaker: 00:32:35

or a little bit of personality, you and maybe a little bit of sassiness, right?

Speaker: 00:32:39

I mean, people are going to resonate with people for them being authentically them.

Speaker: 00:32:45

And, and I would say like, don't try to pretend to be someone else behind that

Speaker: 00:32:50

email when you're sending it, don't be a fake person or don't be what you

Speaker: 00:32:54

think your audience wants you to be.

Speaker: 00:32:56

But instead be authentically who you are, because when you show

Speaker: 00:32:59

up as who you are, and people can see that you're being really.

Speaker: 00:33:03

They're going to say, you know what?

Speaker: 00:33:06

Well, this Kelsey girl, Alicia tells it like it is right.

Speaker: 00:33:09

She's funny.

Speaker: 00:33:10

She's sassy.

Speaker: 00:33:12

She's not going to sugarcoat it.

Speaker: 00:33:13

She's telling it like it is.

Speaker: 00:33:14

And I think people will have more respect when they can see that

Speaker: 00:33:18

you're just being authentic versus pretending to be a version of

Speaker: 00:33:24

yourself that you're really not.

Speaker: 00:33:25

You know what I mean?

Speaker: 00:33:26

Absolutely.

Speaker: 00:33:27

You could do something fun in every email to like, if you really liked dad

Speaker: 00:33:32

jokes and despite the fact that your emails have nothing to do with humor

Speaker: 00:33:36

or dad jokes or anything, but you have one at the bottom of every single one,

Speaker: 00:33:40

people are going to open those emails.

Speaker: 00:33:42

You know, maybe not everyone, but the people like me who like the dad

Speaker: 00:33:46

jokes, they'll open them and that's like, You can read all of the blog

Speaker: 00:33:50

posts about optimizing your forms and obviously that's important or, having

Speaker: 00:33:56

the perfect lead magnets or the perfect funnels or whatever, but what it comes

Speaker: 00:34:01

down to is that every single person who opens your email is a person.

Speaker: 00:34:05

so if you act like a person, when you're emailing them,

Speaker: 00:34:08

they're going to like it more.

Speaker: 00:34:10

And if they don't, again, maybe that's not the right person

Speaker: 00:34:13

to be on your list anyway.

Speaker: 00:34:14

Yeah, exactly.

Speaker: 00:34:15

And it's okay, because, you know, you don't want to force someone

Speaker: 00:34:18

to be in your list if they really are not interested in that.

Speaker: 00:34:21

So thank you for sharing that now, I know like a lot of podcasters, like

Speaker: 00:34:26

they always asked me like how to market and promote their podcast episodes.

Speaker: 00:34:30

and I would love to know, in terms of, podcasters, how can podcasters

Speaker: 00:34:35

use, a Weber and email marketing for what they're doing every.

Speaker: 00:34:40

Yeah, absolutely.

Speaker: 00:34:41

A podcast.

Speaker: 00:34:42

I love podcasts because what a great community you already have, but

Speaker: 00:34:48

it's all one way right now, unless you already are doing email or

Speaker: 00:34:51

communicating with them in other ways.

Speaker: 00:34:53

And it's, you know, you're, it's just you talking to them and you

Speaker: 00:34:57

don't have any way to communicate with them other than via the podcast.

Speaker: 00:35:01

So it's such a good idea to start collecting people's email

Speaker: 00:35:05

addresses and, you know, just, just mention it in the podcast, say,

Speaker: 00:35:09

Hey, sign up for my email list.

Speaker: 00:35:11

And then there's a couple of things that you can do as a podcaster

Speaker: 00:35:14

to reach out to your audience.

Speaker: 00:35:16

First of all, send out an email every single time you

Speaker: 00:35:19

publish a new podcast that way.

Speaker: 00:35:21

You know, people are listening to podcasts in lots of different platforms.

Speaker: 00:35:27

I don't listen to it in the apple platform anymore, but it can be the

Speaker: 00:35:30

algorithm can be very weird there too.

Speaker: 00:35:33

And people might not see or get a notification of your podcast.

Speaker: 00:35:38

Maybe your super fans are, but not everybody.

Speaker: 00:35:40

So send out an email.

Speaker: 00:35:43

And what you can do in a Weber is you can send it out automatically.

Speaker: 00:35:47

So using your RSS feed, you can trigger you.

Speaker: 00:35:50

You can design the email in a Webber and then plug in your RSS feed.

Speaker: 00:35:55

And the, a Weber platform will recognize that there's something new in that feed

Speaker: 00:36:00

and can send out that email automatically.

Speaker: 00:36:02

, you know, pod-casters already spend so much time editing and producing,

Speaker: 00:36:07

finding guests for their podcasts.

Speaker: 00:36:09

Thank you very much, podcasters.

Speaker: 00:36:11

I love podcasts, and then, you know, you're also tweeting about

Speaker: 00:36:14

it and you're also putting it on Instagram and all of that stuff.

Speaker: 00:36:17

You want to use your RSS feeds automation capabilities to make your life easier.

Speaker: 00:36:23

And that's something that you can do within the Weber platform

Speaker: 00:36:26

itself and send those straight out.

Speaker: 00:36:28

But you can also start to build this community, right?

Speaker: 00:36:31

You can start.

Speaker: 00:36:31

Collect these email addresses.

Speaker: 00:36:33

You can send out a newsletter.

Speaker: 00:36:35

I get some fun newsletters from bigger podcasts where they do

Speaker: 00:36:39

like what I, what I talked about.

Speaker: 00:36:41

They talk about the things that they like.

Speaker: 00:36:44

These are, you know, I'm working from home.

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These are my favorite affordable sweat pants that I wear every single day.

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Or this is the book that I read last month that I really loved.

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And I think even if you have a podcast that's really educational or slightly on

Speaker: 00:36:59

the more dry side, you are still a person and they're listening to your voice every

Speaker: 00:37:04

single day, podcasting on the listener side really feels like having a friend.

Speaker: 00:37:09

So send them out information about what you like, what you're interested

Speaker: 00:37:12

in and, you know, start to build that community in that trust.

Speaker: 00:37:17

Yeah.

Speaker: 00:37:17

Community and trust are so important.

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And, I think that building a community is something that also.

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Increases not only your influence, but also your revenue.

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And I think everyone nowadays wants to increase their influence and

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their authority and their revenue.

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And I think, being very strategic and having a game plan to have

Speaker: 00:37:41

an email marketing plan as part of your marketing strategy is key.

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And a lot of people are not taking advantage of it because maybe they are

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just too busy spending all their time on Instagram and Tik TOK and reels.

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And then they forget, well, I should be building a list.

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I should be reaching out to my list.

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I should be letting them know what I'm up to.

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And I think the great thing is whatever it is that you're working on, and, and.

Speaker: 00:38:07

You can actually take that information and you can share it

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with your audience in an email.

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Like if you had a real, that went viral recently, you can take the link for that

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real and you can send it in an email and you can, tell people the story

Speaker: 00:38:22

of behind the scenes of what happened.

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So I think there's so many different ways to, to spend that.

Speaker: 00:38:28

So, you know, I'd love to get your thought on that, but then I also want

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to dive into a little bit about how lawyers can use email marketing, you

Speaker: 00:38:36

know, to, to really just, you know, expand their practice and really

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stay in touch with her even existing clients and future potential clients.

Speaker: 00:38:44

Yeah, absolutely.

Speaker: 00:38:45

I think you said it best on the first point.

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But it just goes back to that re-purposing content.

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If it was popular on Instagram, it's going to be popular in your email too.

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One of the other things that I like to always say is don't be afraid

Speaker: 00:38:57

to make that ask for the sell.

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Don't make every single email and ask for the cell, but if you are

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building that community, start asking them to buy from you and they will.

Speaker: 00:39:07

And as soon as you see them doing that, that'll, that'll encourage

Speaker: 00:39:10

you to send more of those emails.

Speaker: 00:39:12

Lawyers are, across the board.

Speaker: 00:39:14

I think that there's a lot of opportunity that's being

Speaker: 00:39:17

left on the table for lawyers.

Speaker: 00:39:19

And, I think that it's because of the way that, you sort of build a community

Speaker: 00:39:24

in a different way and the way that you sell can be so long form and different

Speaker: 00:39:29

lawyers have different sort of lead time.

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Sometimes it can take a year before somebody after they've

Speaker: 00:39:34

heard of you for them to.

Speaker: 00:39:36

Take you on as a, as an attorney or, you know, it can happen within an hour, but

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there's a couple of things that are really useful for lawyers when it comes to email.

Speaker: 00:39:46

And the first is a welcome.

Speaker: 00:39:48

The email campaign is what we call it.

Speaker: 00:39:51

Now, this is automated.

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This is something that you can trigger from your CRM.

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You can trigger it by uploading a new subscriber into your account.

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You can set up all kinds of integrations and stuff.

Speaker: 00:40:01

But what you're doing is you're saying hi to your new client.

Speaker: 00:40:06

And you're saying, this is how I work.

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You're setting expectations.

Speaker: 00:40:11

You're touching base with them.

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Hiring a lawyer is something that's really expensive.

Speaker: 00:40:15

And it's usually happening at a really bad time in somebody's life.

Speaker: 00:40:19

And so they want a lot of handholding.

Speaker: 00:40:21

They don't want to be left alone.

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But you, you've got a new client, you've got tons and tons of work to do

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not to mention, you know, everything else that you have to do as a lawyer.

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So setting up something like an automated campaign that goes.

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You know, once a day for five days, and then every two days after that,

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and based on your experience with what people want to hear, you can

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really touch base with them, say, Hey, this is what's happening tomorrow.

Speaker: 00:40:47

This is what's going to happen next week.

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These are the documents that I'm going to need from you.

Speaker: 00:40:51

Everything's going to be okay, I've done this, you know, 879 times before.

Speaker: 00:40:56

And so I've got you.

Speaker: 00:40:58

That is one of, I think the most powerful things that you can do once

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you've already retained a client to make the experience better.

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And as we all know, once that experience is really great, then they're going to

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be talking about you to their friends.

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And so that sort of tail end of having a really great experience with that

Speaker: 00:41:16

client is going to be so much better for your business in the long run.

Speaker: 00:41:19

And then another thing you can do, if somebody.

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Has heard about your business has signed up to receive information from you.

Speaker: 00:41:26

You have a lead magnet, which is how you're bringing them in.

Speaker: 00:41:29

You can kind of use almost exactly the same template, this welcome

Speaker: 00:41:32

template as a lead nurture campaign.

Speaker: 00:41:35

Again, automated, I hate, I always hate asking lawyers to do any

Speaker: 00:41:39

more work because they're so busy.

Speaker: 00:41:41

But you can set it up so that it goes out automatically.

Speaker: 00:41:43

The person says, yeah, I do need a checklist on what to do.

Speaker: 00:41:46

If I'm getting divorced, then they are added to this email list

Speaker: 00:41:50

and they know it's happening.

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You know, you let them know that it's happening and they get, okay,

Speaker: 00:41:56

here's what our firm is about.

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Here's who we are.

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This is the experience that I have.

Speaker: 00:42:01

You know, this is the type of cases that we've taken in the past.

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Maybe that's a video, maybe it's a short, hello, email.

Speaker: 00:42:09

And then the next one is, here's what the process is going to look like.

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If you.

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Work with us.

Speaker: 00:42:14

And then maybe the third email is what we call social proof.

Speaker: 00:42:18

Here are 12 of our best reviews for three of our best reviews from real

Speaker: 00:42:22

people who have hired us and, had a great experience using our firm and

Speaker: 00:42:28

what you do with both of those things.

Speaker: 00:42:30

As you set yourself apart from the competition, and you really let somebody

Speaker: 00:42:35

who is very, very stressed out and in a tough time in their life, know that

Speaker: 00:42:40

you are the right lawyer for them.

Speaker: 00:42:41

And because this is not something that necessarily a lot of lawyers,

Speaker: 00:42:45

especially solopreneurs, you know, solo lawyers are doing this really, really

Speaker: 00:42:51

gives you the edge on your competence.

Speaker: 00:42:54

I love that idea because it's, essentially yes, an onboarding process,

Speaker: 00:42:59

and it tells them that you truly care and you are also going out of

Speaker: 00:43:04

your way to, communicate with them effectively, which is important.

Speaker: 00:43:09

And I think the advantage to lawyers, if they were to implement, you know,

Speaker: 00:43:13

those types of onboarding funnel of, you know, sending out these emails

Speaker: 00:43:16

would be that they create it once.

Speaker: 00:43:18

And you send it out.

Speaker: 00:43:20

And it also is going to save them the time from getting those phone calls

Speaker: 00:43:23

from the clients, with all of these questions of, well, what's next, or how

Speaker: 00:43:28

do I fill out this form or what do I do?

Speaker: 00:43:30

Right.

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And all of those things, I even think about it in terms of, okay, you can have

Speaker: 00:43:34

these emails and each email can be okay.

Speaker: 00:43:37

You know, we need to get this application in this form filled out from you.

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We need these documents, this is what we need and then send it to them.

Speaker: 00:43:46

And then, there can be a reminder that goes out that says, oh, and by

Speaker: 00:43:51

the way, did you, think of putting this information together and if you didn't

Speaker: 00:43:56

get a chance to send over the other documentation, please go ahead and do so.

Speaker: 00:44:01

I think it, it keeps the flow of the work going so that when it's time to actually

Speaker: 00:44:06

meet with a client again, in person or go to court or whatever it happens to be,

Speaker: 00:44:10

it doesn't slow the whole process down because that can cause stress on the.

Speaker: 00:44:16

It can also cause stress on, you know, the attorneys and their callings.

Speaker: 00:44:21

And I think that it's a really creative way to just, you know, show

Speaker: 00:44:25

your clients that you're organized.

Speaker: 00:44:27

You're on top of their case.

Speaker: 00:44:28

You're on top of what you're doing.

Speaker: 00:44:30

And I think that goes back to that trust factor, where they're going to

Speaker: 00:44:34

trust in who they put their belief in when they hired that attorney.

Speaker: 00:44:39

So I love that.

Speaker: 00:44:40

Thank you so much.

Speaker: 00:44:41

That's I think that's amazing.

Speaker: 00:44:44

I did just want to mention one other thing.

Speaker: 00:44:46

You might already have a.

Speaker: 00:44:48

Case management platform or a portal that's sending transactional

Speaker: 00:44:51

emails to your clients.

Speaker: 00:44:53

You need this.

Speaker: 00:44:54

In addition to that, this is a person being a friend who's saying, hi,

Speaker: 00:44:59

who's being real and you can brand it and you can make it feel nice and

Speaker: 00:45:03

you can make it sound really nice.

Speaker: 00:45:05

A lot of times those automated emails that come from those platforms are

Speaker: 00:45:08

very transactional and they just don't give the same kind of feel.

Speaker: 00:45:14

So keep that in mind if you're like, oh, but I'm already sending them automated

Speaker: 00:45:18

emails that tell them what I need.

Speaker: 00:45:20

This is going to do a lot on top of that to really help, help

Speaker: 00:45:24

your client feel a lot better.

Speaker: 00:45:25

Yeah, absolutely.

Speaker: 00:45:26

And love that.

Speaker: 00:45:27

And because there's so many different email marketing platforms out there.

Speaker: 00:45:31

I mean, you know, there's active campaign, there's convert kit.

Speaker: 00:45:36

There's like, you know, there's a lot, right.

Speaker: 00:45:38

MailChimp.

Speaker: 00:45:39

How is a Weber different from all the other platforms?

Speaker: 00:45:41

Like what is the real key differentiator there where it's like, we are the leaders

Speaker: 00:45:46

in the space because of these things.

Speaker: 00:45:48

Absolutely.

Speaker: 00:45:49

Uh, There are three main things that I tout as us being the leaders in the space.

Speaker: 00:45:54

The first is that easy to use that simplicity of use, where

Speaker: 00:45:58

you get into this platform.

Speaker: 00:45:59

And there's not a huge learning curve.

Speaker: 00:46:02

Like there can be with some of these other platforms and everything that we do.

Speaker: 00:46:07

We try to make it as simple as possible for you to get that put together.

Speaker: 00:46:12

The second thing that I already mentioned, but I can't say it

Speaker: 00:46:15

enough is our support team.

Speaker: 00:46:16

Our support team is there.

Speaker: 00:46:18

They are live people who work at our business who go through very extensive

Speaker: 00:46:22

onboarding processes and training.

Speaker: 00:46:24

And again, no way more than I ever could about not only our

Speaker: 00:46:29

platform, but what might go wrong.

Speaker: 00:46:31

When you're putting together a campaign, they can direct you to all of these

Speaker: 00:46:35

resources that we have put together videos and documents and stuff to help you take.

Speaker: 00:46:40

What's an idea in your head and turn it into a reality in the platform.

Speaker: 00:46:44

And, you just won't hear a bad word about them.

Speaker: 00:46:46

They're so wonderful.

Speaker: 00:46:47

And the third thing that I've been hearing a lot recently actually is

Speaker: 00:46:51

we have a lot of integrations as a company that's 23 years old, we

Speaker: 00:46:56

integrate with over 700 platforms.

Speaker: 00:47:00

And some of those are through Zapier and some of them are direct,

Speaker: 00:47:03

but a lot of them are direct.

Speaker: 00:47:05

And a lot of the people that I've talked to recently who have chosen

Speaker: 00:47:08

a Weber, just like, well, you work with the systems that I already use.

Speaker: 00:47:11

And that's another thing that I've always truly believed in.

Speaker: 00:47:14

You know, your systems need to talk to each other so that

Speaker: 00:47:17

you do not have to copy paste.

Speaker: 00:47:19

That's not necessary in 2020.

Speaker: 00:47:21

I love that because I am definitely a tech nerd and I love sappy and I love

Speaker: 00:47:26

integrating things and, you know, when systems can talk to each other and it

Speaker: 00:47:30

can just streamline the entire process and it helps you be more productive.

Speaker: 00:47:34

I think that's amazing.

Speaker: 00:47:35

I just thought of another question that I was going to ask you earlier.

Speaker: 00:47:37

So back back in the day, I'm sure you remember this company called

Speaker: 00:47:41

infusion soft, which otherwise known as Confusionsoft and and a lot of the things

Speaker: 00:47:46

that it did, like, for example, like the different triggers and, you know,

Speaker: 00:47:51

email funnels in a way where it's not just like basic emails, but it's like,

Speaker: 00:47:55

oh, if this happens, this happens right.

Speaker: 00:47:57

A happens and B is going to be happening.

Speaker: 00:48:00

Does a Weber have something similar on a smaller scale that,

Speaker: 00:48:04

people can take advantage of setting those kinds of things.

Speaker: 00:48:07

Yeah, absolutely.

Speaker: 00:48:08

And I want the podcasters to specifically pay attention for this as well.

Speaker: 00:48:13

We have something called campaigns and I'll say infusion soft.

Speaker: 00:48:17

If you're a small business, it is not for you.

Speaker: 00:48:19

It's too big.

Speaker: 00:48:20

It's too expensive.

Speaker: 00:48:21

You can hire people who are tech trainers on this for your business.

Speaker: 00:48:27

So, it's not the best one for you.

Speaker: 00:48:29

We have something called campaigns.

Speaker: 00:48:31

And that's what you would use if you set up that welcome campaign that I

Speaker: 00:48:35

talked about, if you, you know, as a lawyer or any other type of business,

Speaker: 00:48:39

and basically what happens is that there's a, what's called a trigger.

Speaker: 00:48:42

And that is the event that happens for something to start for an automation

Speaker: 00:48:47

to start a Weber just has two triggers.

Speaker: 00:48:49

It's either you get subscribed to a certain list, or you have a tag attitude.

Speaker: 00:48:54

Now that tag, you can add tags and lots of different ways

Speaker: 00:48:57

that I won't get into today.

Speaker: 00:48:58

But basically you start this campaign.

Speaker: 00:49:01

And then as of right now, what you can do is send out specific emails and then set

Speaker: 00:49:07

up times to wait in between those emails.

Speaker: 00:49:10

So you can set up an email immediately.

Speaker: 00:49:12

You could wait an hour and you can wait a day.

Speaker: 00:49:14

You could wait two days, you could wait weeks.

Speaker: 00:49:16

So you can set up basically a series of emails that go out, but

Speaker: 00:49:21

what we are going to be adding.

Speaker: 00:49:22

Very, very soon.

Speaker: 00:49:23

So pay attention to this is a RSS trigger.

Speaker: 00:49:28

So if you have a new podcast in your feed, that will be a new

Speaker: 00:49:32

reason that something's going out.

Speaker: 00:49:35

So you could send out an email reminding everybody of your podcast in

Speaker: 00:49:41

this same system, built in with other emails that are going out as well.

Speaker: 00:49:45

We do already have the RSS capability.

Speaker: 00:49:46

It's just not tied in with everything else.

Speaker: 00:49:49

I love this because I feel like automation is finally being demystified for people

Speaker: 00:49:55

who don't consider themselves techies.

Speaker: 00:49:58

This is a drag and drop builder.

Speaker: 00:49:59

None of it is code.

Speaker: 00:50:01

You don't have to wrap your mind around anything too complicated.

Speaker: 00:50:04

And it's very, very easy to get this put together.

Speaker: 00:50:08

Even if you don't have any idea what you're doing right now.

Speaker: 00:50:11

And I encourage you, you, you can use this on the Webber free platform.

Speaker: 00:50:15

There's a free version of our software, go in there and try it out.

Speaker: 00:50:19

You're going to be so excited about the things that you can automate.

Speaker: 00:50:22

And then, you know, next step is Zapier and you're setting up these

Speaker: 00:50:25

complicated if this, then that automations for your business.

Speaker: 00:50:30

That's that's really key.

Speaker: 00:50:31

I think, Getting out there and trying it and doing it.

Speaker: 00:50:33

And I'm going to obviously put the links in the show notes for everybody, you

Speaker: 00:50:37

know, to try out a Weber and also Zapier and anything else that we talked about.

Speaker: 00:50:42

But in terms of, anything exciting, I think you guys have

Speaker: 00:50:45

some, like an exciting thing you're putting together for December.

Speaker: 00:50:48

Do you want to tell us about.

Speaker: 00:50:50

Absolutely.

Speaker: 00:50:51

I'm so excited for this.

Speaker: 00:50:52

We are doing a marketing week.

Speaker: 00:50:54

Now this marketing week is from December 13th through December 17th.

Speaker: 00:51:00

If you're listening to this after that time still go to the page that I'll talk

Speaker: 00:51:05

about because we're going to make all of these resources available afterwards,

Speaker: 00:51:09

but it is a series of webinars, blog, post releases, and prerecorded videos

Speaker: 00:51:15

that we're going to be releasing all week and it's everything marketing.

Speaker: 00:51:18

So we're going to be including email marketing, but so also social video

Speaker: 00:51:24

retargeting, tons of different stuff.

Speaker: 00:51:27

And this is all at a beginner level.

Speaker: 00:51:30

So if you are maybe like really, really good at social, but you want

Speaker: 00:51:35

to learn more about email marketing, try out that track of this event, or

Speaker: 00:51:41

look up that webinar or that video

Speaker: 00:51:43

we really put this together, not to be like, well, we already

Speaker: 00:51:47

expect you to know something.

Speaker: 00:51:48

We don't expect you to know anything.

Speaker: 00:51:50

We just expect you to want to sell something.

Speaker: 00:51:52

I love that because people love to learn.

Speaker: 00:51:55

And I think that the more knowledge you have, it helps you

Speaker: 00:51:58

feel comfortable to implement new strategies into your business.

Speaker: 00:52:02

And that's how you're going to be successful in 2022 is like just trying

Speaker: 00:52:06

something new or learning something new and always be willing to have

Speaker: 00:52:11

an open mind, to get educated.

Speaker: 00:52:13

So that's amazing.

Speaker: 00:52:14

I love that.

Speaker: 00:52:15

And are there any top secret things that you guys are working on or maybe

Speaker: 00:52:19

not so top secret that are going to be released next year, that you're

Speaker: 00:52:23

able to share a little bit more.

Speaker: 00:52:25

Well, I think I already spilled the tea on both of these, but we are, we're building

Speaker: 00:52:29

out that RSS feature for the campaigns, which is just going to make anyone who has

Speaker: 00:52:34

a blog or podcasts life so much easier, which is why I'm so excited for that.

Speaker: 00:52:39

We're constantly putting out new templates.

Speaker: 00:52:42

So if you do, like you were talking about earlier, if you sit down

Speaker: 00:52:45

and write an email and you're like, I don't know what to write.

Speaker: 00:52:48

Sometimes you can, if you go into our templates, you can get inspiration

Speaker: 00:52:52

just by seeing the designs.

Speaker: 00:52:54

And we put them out for all the different types of holidays and everything too.

Speaker: 00:52:57

So definitely take a look at those.

Speaker: 00:52:59

And then we will be our newsletter hub, which is this community builder already

Speaker: 00:53:04

exists, but we're going to be adding a lot to that in the next year, too.

Speaker: 00:53:07

So really being able to not just communicate with people via email,

Speaker: 00:53:11

but get new subscribers from your old emails and start to build out this

Speaker: 00:53:15

community feel and you know, stay tuned.

Speaker: 00:53:18

If you go to our blog, you can see.

Speaker: 00:53:20

For our newsletter that goes out every week and then you'll know all

Speaker: 00:53:24

of the new stuff that's coming out.

Speaker: 00:53:26

And I would assume that on the blog, there's going to be lots of articles

Speaker: 00:53:29

and information for our audience in terms of, tips on email marketing,

Speaker: 00:53:33

like how do they write a great headline or how do they come up?

Speaker: 00:53:36

like, or do you have any additional resources for that?

Speaker: 00:53:39

Yeah, it goes straight to our blog.

Speaker: 00:53:41

We've got a great, we've got seasonal gift guides.

Speaker: 00:53:44

So if you want to do like a Christmas gift for a Hanukkah

Speaker: 00:53:46

gift, you can grab one of those.

Speaker: 00:53:49

We talk about subject lines.

Speaker: 00:53:51

We talk about emojis.

Speaker: 00:53:52

We talk about forms.

Speaker: 00:53:54

We talk about landing pages.

Speaker: 00:53:55

We talk about, e-commerce not just how to use it, but really how to

Speaker: 00:53:59

make it work for your business.

Speaker: 00:54:01

So our blogs, the best place for that.

Speaker: 00:54:03

And we also have a YouTube channel.

Speaker: 00:54:04

If you do not like to read and you instead want to watch some videos about.

Speaker: 00:54:08

Love it.

Speaker: 00:54:09

Okay.

Speaker: 00:54:09

One last question.

Speaker: 00:54:10

Cause you brought up emojis.

Speaker: 00:54:11

What is your opinion of using emojis and email?

Speaker: 00:54:15

And do you think that it actually helps the conversion rate and

Speaker: 00:54:18

the open rates and all that?

Speaker: 00:54:20

I am so glad you asked me this because I am currently writing one of the

Speaker: 00:54:24

newsletters that we send out with a Weber and I have been testing emojis

Speaker: 00:54:28

in the subject line and I think that.

Speaker: 00:54:32

You should not put an emoji in every single subject line, unless your

Speaker: 00:54:36

dominoes, if anyone gets any dominance emails, you know, they love and emoji.

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I absolutely love using them, but only if they add to the content.

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And what I've found from testing is that it doesn't matter.

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People do not open the emails more if there's an emoji in the subject line.

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So what you're writing there is really the most important part.

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But if you like emojis, like I do.

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Absolutely.

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If, you know, if if a little suitcase you're talking about business and

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you want to put a suitcase or you're hosting a online course and you want

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to put a little computer, just do it.

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It's it definitely can't hurt unless you rely too much on

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them or do it all the time.

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Okay, great.

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But I think it's, yeah, it comes down to quality content.

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Quality content, quality emails, and people will continue to open

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up those emails cause they're going to want more of that.

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So, that's amazing.

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So this has been wonderful.

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Is there anything that we didn't cover Kelsey, that you wanted to

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share before we go into how people can, find out more about a Weber

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and any social media handles?

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No, I just, I wanted to reiterate that you shouldn't be afraid to send out an

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email, make sure you just try it out.

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It's a free platform.

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You can start trying out building your subscriber list and figuring

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out what they want, but you're really just not ever going to know.

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What the right content is unless you get started.

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And that's always the hardest part, but I really, really

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encourage you to do it anyway.

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Yeah, absolutely.

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Just get started.

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You guys.

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And in the show notes, I'm going to be putting all the information you need for

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a Weber, as well as the marketing week that Kelsey was talking about and make

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sure that you connect with a Weber on.

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Twitter and Instagram and all the social media platforms

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and Kelsey, this was amazing.

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Thank you so much for taking the time to be here with us today.

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And I'm sure that this episode is going to encourage our audience to get moving

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on their email marketing for next year.

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And it's a perfect time to start planning for it right now.

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And we do have the holiday season coming up.

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I'm sure that this is a perfect time to actually ramp up those emails

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because it's the time to reach out.

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You have an excuse, you have the happy holidays, you can

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wish people happy Hanukkah.

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You can wish a Merry Christmas and happy new year.

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So there's a lot going on.

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Yeah.

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Thank you so much for having me.

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The holiday season there's lots of pre-built content for you.

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So now's the time to get going and then make a great goal for 2022.

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Awesome.

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Thank you so much.

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And I hope to have you back on one of our feature episodes.

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Thank you.

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Thanks.

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Absolutely.

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Speaker: 00:57:29

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Speaker: 00:57:34

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